Pulling off an awesome rebrand is all about the process behind it. The questions and challenges that you have to pose for yourself to get enough background information to be able to execute a strong design. Considering “is this necessary” and “is this a good idea” link really close to the purpose behind your brand.
Here are the key considerations you have to make to execute a successful rebrand:
1. Get to know your business
Do you really know the business you’re rebranding? What does the brand stand for? And importantly, what does the brand want to achieve? This is your opportunity to identify the challenges your business faces. Pointing these out in the initial stages of the process is a great opportunity to identify the challenges while presenting the solution. You can’t design anything for a brand you don’t feel a part of.
2. What’s wrong with your current brand?
Understanding what currently doesn’t work enables you to find a new passage to enter with your fresh branding. What challenges is your brand facing and how can a new identity solve them? Listening is key here… hear from your internal team, existing customers, board and investors depending on the size of your organisation. Digest, understand and question their views on your current brand and where they think it should go. The question stage is probably the most crucial part of the process, don’t take anything for granted.
3. What’s your inspiration?
Think about the inspiration and influences you have for your new brand. Is there a style or colour theme you have a particular affinity for? Creative influences come from all over so make sure you do your research from a range of sources. Here you can identify key points in your research and align these with the strengths of your brand and offering (always play to your strengths!)
4. Always question each idea
It sounds obvious but sometimes can be a step that’s overlooked. Make sure you keep thinking about how your branding will be perceived by your audience and stakeholders. You can never be too careful and thorough in its applications in different industries, cultures and environments. Check information with people who know what they’re talking about in these areas. Ask them questions and understand their opinion as to why they make the choices.
5. Refer back to your goals
Keep referring back to the aims and goals that you want the rebrand to achieve. Are you happy with the outcome? If you are then fabulous, that’s difficult to achieve as a creative! There’s always going to be something you’re not happy with, or something when you revisit the project that you could do better next time. Here is the point where you need to reassess the outcomes against the goals and whether you’ve hit them. It’s at this point during the reassessment phase you should just be clarifying that you’ve not been distracted on your way.
It’s not just about these things, it’s also about flexibility in execution. Just because it ticks all of the boxes, does that make it right? Literal design is something we’ll hopefully touch on in the future. The hardest part of being creative is knowing when to stop and realise you have something really good going on.
At a glance, here’s a summary of the rebranding process:
- Identify the brand’s needs
- Research competitors, identify key traits (such as colour, typography and image style) and creative influences
- Develop these key traits in line with the brand requirements and identify two or three directions to explore. Sketch, sketch, sketch
- Move to the screen to start executing designs
- Take a break and *grab a cuppa*. Breathing space must be given so you can approach design with a clear head and fresh eyes
- Simplify results and consider application across various colour backgrounds
- Review with peers who aren’t on the project to receive initial thoughts
- Present the idea
- Amend the following feedback and develop designs
- Apply the brand for visual sign off.
You must challenge yourself to continuously improve and push your own boundaries as a creative while maintaining the brand’s interests at heart. You have to produce a brand that your audience will love which in turn will have longevity. We hope these steps help you to develop the rebranding process that works best for you. Being able to invest in the initial process, spend the time upfront to develop creative solutions and understand these considerations is essential to creating a successful rebrand.